Exponent

The Challenge

The Challenge

The Challenge

A legacy value-added program for small business owners needed to be transformed into a bigger, deeper, more-timely content-marketing initiative that could engage a vast and disparate audience.

With desired content spanning six subject categories and three lifecycle categories, the editorial challenge was extraordinary—particularly with a timeframe of less than a year.

The Opportunity

The Opportunity

The Opportunity

We used our planning skills, editorial experience and network of talent to build a content-generation process. Within days, we identified and contracted freelance writers with demonstrated ability in legal, financing, marketing/advertising, business insurance, human resources and compensation/benefits topics. Along with conducting independent research and writing content, each writer sourced third-party publications to add value and credibility to the program.

Articles were assigned on a rolling editorial calendar with writers and the review team actively working through a pipeline of content. We quickly developed a deep rapport with The Hartford, working seamlessly as a united editorial network.

The Exponent

The Exponent

The Exponent

We successfully delivered on a gargantuan ask and generated more than 150 articles in only 8 months.

Tracking showed inspiring levels of page visits, with heat-map technology demonstrating that business owners were reading content in depth. The number of discreet, relatively long-term visitors to the site proved a higher level of engagement at a fraction of the cost of other types of marketing programs.